From bone and joint health to mobility: Cross-generational concern spurs wide NPD

01 Aug 2019 --- Mobility and bone health supplement users are getting younger. What once was a space primarily occupied by senior consumers is diversifying, which presents ample opportunity for players in the area. With new target markets, new ingredients have also arisen, with some stand-out newcomers being curcumin and omega 3, note industry experts speaking to NutritionInsight.

“With today’s aging population, maintaining the ability to move around like we always have becomes a top priority for many people as we get older. However, mobility is no longer just a concern that affects seniors. Consumers across all generations are now looking for solutions to promote aging well, as well as exploring ways in which peak physical performance can be achieved in the short term,” says Dominik Mattern, Associate Director Business Development, Consumer Health & Nutrition, Lonza.

“For instance, athletes and gym-goers now realize the importance of nutritional supplements in supporting mobility and preventing bone, joint or muscle deterioration due to working out,” notes Jaume Reguant, Healthcare Director, Bioiberica.

Within the younger demographic sporty and physically active individuals seek ways to protect their heavily-used joints. Physically active individuals seek ways to protect their heavily-used joints.

“Sport can put exaggerated stress on the joints that may result in damage to the cartilage. With activities such as high-intensity workouts becoming more popular, joint health solutions are of increasing relevance to consumers looking to sustain higher levels of activity,” Mattern explains.

However, the rise of obesity and sedentary lifestyles is also putting increased pressure on young joints, as highlighted by Antony Kunjachan, Executive Director, Arjuna Natural.

“It used to be only the aging population using such supplements; now we are seeing younger people affected by joint pain-related health issues. Obesity and a sedentary lifestyle is a lead cause that is crippling these younger crowds. Knowing about the health indications early and taking required support of healthcare professionals and adapting to a healthier lifestyle will help in great volumes. One must also make it a point to supplement your body with required nutrients that get depleted with age,” says Kunjachan.

Diverse ingredients come to the fore
Within the mobility space, data shows that, for more than a decade, glucosamine and chondroitin sulfate have been the most widely used ingredients for supporting joint health, Reguant of Bioiberica explains. Now, following recent innovation and research in the joint health arena, products containing hyaluronic acid and native type II collagen are amongst the most popular, he adds.

“Many of the ingredients that are now widely used to support bone and joint health, however, such as collagen, are required at high dosages to have any therapeutic benefit. This has led manufacturers to consider using new ingredients, or combinations of ingredients, that will work effectively at lower dosages and reduce the pill burden,” Reguant notes.

One other ingredient that has been in demand and experiencing a continual rise is curcumin, the bio-active component of Turmeric. Curcumin’s therapeutic functions are essentially credited to its well-documented ability to suppress several pro-inflammatory cytokines and their release mediators, according to Arjuna.More and more ingredients are being incorporated into functional foods and beverages.

“At Arjuna, we put science into practice through rigorous clinical studies and on-going research practices in an attempt to get the best out of the natural ingredients we work with. Arjuna’s BCM-95 is a patented turmeric extract formulation that recently caught worldwide attention through its published human clinical study that proved its effectiveness in managing symptoms associated with osteoarthritis of the knee. It exhibited results that matched with those of some of the non-steroidal anti-inflammatory drugs (NSAIDs) typically used for significantly reducing pain severity,” explains Kunjachan. 

“The fact that being 100 percent natural, backed by clinical studies, international patents and proven efficacy make such ingredients a trusted partner during pain and inflammation management for all,” he adds.

In April, Arjuna Natural received a new patent in Europe for its applied technology that improves the bioavailability of its BCM-95 (Curcugreen) ingredient formulation. The new patent enables Arjuna to further expand its hold in 20 additional countries across Western and Eastern Europe. 

Mattern, meanwhile, highlights the on-going prominence of collagen in the space.

“Already well-established and widely popular, undenatured type II collagen, such as Lonza’s UC-II ingredient, is clinically proven to support joint comfort, flexibility and mobility,” he states. “It is also efficacious at a dose of as little as 40 mg, once per day, enabling consumers to remain active and maintain joint health for longer. The unique mode of action of Lonza’s UC-II undenatured type II collagen plays a significant role in supporting the rebuilding of cartilage by using the body’s natural repair mechanism in the joints.”

Mobility and bone health supplement users are getting younger. Other trending ingredients in the joint health space include anti-inflammatory curcumin and omega 3, which can be combined with the UC-II ingredient to deliver synergistic effects, he explains.

Functional foods take center stage as pill-fatigue continues 
Consumer-friendly, “enjoyable dosage forms” are expected to see major contract services growth in 2019, according to global nutraceutical contract development, innovation and manufacturing company, Sirio Pharma Co Ltd (CDiMO). “Pill fatigue” has boosted the popularity of consumer-friendly dosage forms such as spray, gummy, liquid and even powder formats, in alignment with consumer needs for fast, safe and efficient supplement delivery systems. 

Although dietary supplements remain popular within the mobility space, more and more ingredients are being incorporated into functional foods and beverages, and products that consumers can easily incorporate into their everyday regime.

“The market has recently witnessed the emergence of sports nutrition products that support bone and joint health, such as sports drinks that include ingredients promoting mobility now regularly purchased by athletes and sporty consumers,” says Reguant.

There is a clear business opportunity for dietary supplement and food and beverage manufacturers to develop new, effective delivery formats that consumers will love, he concludes.

By Laxmi Haigh